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Posted by Tina Moffett on May 21, 2013
Marketing professionals are more and more accountable for proving value, and making investment recommendations and decisions, based on business and marketing performance. Marketing mix modeling is quickly being adopted across different industries as the preferred way to measure, forecast, optimize, and plan marketing budgets.
Today, I am pleased to announce the publication of The Forrester Wave™: Marketing Mix Modeling, Q2 2013. This evaluation is a result of countless hours of vendor reviews and assessments, in-person briefing reviews, customer calls, fact-checking, and intensive research work. This Forrester Wave will help firms create a shortlist of providers, based on their unique business needs.
After long days and nights, I am glad to share with you the key takeaways that emerged from the Forrester Marketing Mix Modeling Wave:
If you need a marketing mix provider, this is your shortlist. They all have strength and growth opportunities and are well positioned to help your business optimize on the greatest opportunities.
A big thank-you for support and sanity to my research colleagues -- Luca and Sam. Your help and guidance through this process made this all possible!
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